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Sample Brand Domains


.merck (1)
.merck (2)



This small list of brand domains represents less than one eighth of around 680 pending applications. The potential collective impact on the internet is significant — given the immense resources and market power of these global corporations.

NOTE: IDNs (internationalized domain names) such as brand names in Chinese or Arabic scripts are not currently covered by this site.





The .nab Dot Brand

The National Australia Bank Ltd (NAB) is ranked as the world's 17th largest bank by market capitalisation and it has more than 40,000 employees. NAB operates a wide range of major financial service businesses in Australia, New Zealand, Asia, the UK and the USA.

As a major global bank, maintaining the highest level of consumer trust and protecting the valuable NAB brand are constant and paramount concerns for National Australia Bank. The .nab extension will allow the company to create domain names that assure visitors of the authenticity and security of the products and services offered on NAB websites. This factor will add to the positive experience of customers.

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The majority of the anticipated domain name registrations in the .nab gTLD will be used in the communication of the NAB brand, its banking and financial services and related services. In this regard, .nab will be used to promote trust and convenience to its customers.

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The .nab string will initially be available to the company and its associated affiliates and partners. NAB will consider allowing customers to use a subset of domains for their own secure and personal experiences at a later date.

In the first few years, the Applicant projects that only a small number of registrations will be made.

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It is anticipated that a more limited number of domain names (up to 50) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 100 domain names as NAB further utilises the .nab gTLD to increase branding potential...

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The bank will publicize the .nab TLD with a media plan that will emphasize its trustworthiness and authenticity. The initial launch will be carefully monitored and in the first stage internet users will be re-directed to current websites.

The .nab string will allow NAB to communicate more effectively and directly with customers. The bank will be able to create domain names on demand to meet the needs of marketing deals, sponsorship arrangements and specialty products & services. The TLD presents the opportunity to create innovations. Navigation will be streamlined. The problem of desirable domains being unavailable or overly expensive to acquire will be overcome.

The use of simpler and intuitively trustworthy domains should also encourage a higher degree of interaction with users.

Internet users will be able to directly navigate to .nab gTLD site with easy to use .nab domain names such as or, thus saving time and resources searching for an official site. The short and user friendly .nab domain names will strengthen NAB's online brand presence...

New, short names will have particular appeal to mobile device users.

Maintaining trust & consumer confidence and building the company's online corporate & brand reputation are primary concerns. To help achieve this NAB will comply with the different rights protection mechanisms as described in the gTLD Applicant Guidebook and the Registry Agreement. The Applicant will enforce strict controls to ensure that .nab domains are not used inappropriately, in bad faith, or constitute abuse.

"Abuse" is defined as an action that causes "actual and substantial harm, or is a material predicate of such harm, and is illegal, illegitimate, or otherwise contrary to registration policy".

Areas of possible concern include: fraud, defamation, privacy, trademark protection, law compliance, phishing, pharming, botneck control and "hacking". To counteract these challenges, NAB intends to create a "secure internet space to interact and transact with its customers, promoting increased consumer trust and confidence in the authenticity of the NAB brand". Privacy and confidentiality will be protected.

The use of friendly .nab domains will help differentiate NAB branded websites and reduce confusion on the internet.

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NAB is intending to operate .nab for the benefit of Internet users that would like to interact with NAB. There is no incentive for NAB to confuse Internet users, nor otherwise use domain names in bad faith, since NAB's branded keyword gTLD is inherently intertwined with all uses of .nab domain names.

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globe pictureGeographic Dot Brands

In accordance with Specification 5 of the Registry Agreement, National Australia Bank will initially reserve all two-character labels and country & territory names from its new TLD implementation.

However, NAB is interested in seeking the release of these geographic terms. The bank believes they can "provide great benefit and simplicity to internet users because these terms are intuitive ways to resolve to National Australia Bank's content". They could be very helpful for intuitive navigation in various regions.

The Applicant makes the point that the rationale for initial restriction is valid for generic TLDs but less so for the brand domains who have a strong disincentive from allowing misleading domain names.

...National Australia Bank assumes that several of the recommendations directed towards new registry operators, in general, are less applicable in the case of Single-Registrant operational models such as .nab than in a completely open Registry model.

NAB intends to seek permission to deploy geographic domains and proposes several possible avenues to work with ICANN, the GAC and individual governments to achieve this.

Upon approval from ICANN and any other guidelines by applicable governments and ICANN's Governmental Advisory Committee, the Registry may release the two-character labels and country and territory names in accordance with NAB's response to Question 22 Geographic Names.

Geographic names will not be used until ICANN has approved them.

Possible .nab Brand Domains (specifically mentioned in the application) (specifically mentioned)


Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.

All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.

Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.

This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.

It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.

ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.

For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).

If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website



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The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



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